It's a fact: more people prefer Viva Vantage over Bounty. It's also a fact that more breakups go down on Valentine's Day than any other day of the year.
Which seemed to make it the perfect time to launch a campaign about breaking up. Through TV, print, digital and social, we set out to convince the most loyal paper towel fans (Bounty users who've taken to social media to profess their love for the brand) to break up with their old towel for the stretchier, scrubbier Viva Vantage.
And they did. Over and over again.
Proving that, sometimes, breaking up isn't hard to do at all.
RECOGNITION :: EFFIE
Print ads ran in celebrity gossip magazines to take advantage of breakup editorial.
The New York Times gave the work some love when we launched on Valentines Day.
Online, you can watch an entire neighborhood break up for Viva Vantage.
A Facebook app helps you “breakup” from all those unwanted likes to help cleanup your feed.
